Peloton has launched a new ad campaign to introduce itself as open and available for everyone to experience its expert Instructors and world-class content.
The main spot, titled “Peloton. Anyone. Anywhere.”, features a diverse cast of individuals, both fitness enthusiasts and people at all levels, of different ages and walks of life, using the Peloton app to work out, wherever they are, at home, outdoor or at the gym. They are shown engaging with the company’s 16 fitness modalities from Yoga and Meditation to Walking and Strength, the most popular form of fitness for Peloton’s digital subscribers, while in the background the 2022 dance track “KILL DEM” by British producer Jamie XX plays.
The campaign, developed in partnership with Mother Design and Uncommon Creative Studio, also marks the introduction of new Membership tiers, which allow beginners and enthusiasts alike to work out with or without equipment – at home, outdoors or at their gym – independently or with instruction, and the release of a new content feature, Peloton Gym, available across all membership tiers, which gives Members what they need to meet their strength goals anywhere they want to work out.
“With this brand relaunch we’re reflecting the vibrancy and fullness of everything Peloton has to offer to everyone. We’re shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future,” said Leslie Berland, Peloton’s Chief Marketing Officer. “Our Instructors and Members live and breathe the true Peloton experience every day. We’re excited to bring that energy and inspiration out into the world.”
